SmartBod is now Lioness!

Happy December, it's been a while!

We’ve been very busy at HQ and have a lot of news we’re super excited to share with you in the coming weeks. First, we have an important company announcement: starting today, our company and product will be known as Lioness.

Identity is important. It’s not only important to us what we build, but why. While SmartBod describes what we do: know ourselves and be health-focused, Lioness represents why we’re doing what we’re doing: knowledge, empowerment, and destigmatizing women’s sexual health.

As we’ve grown, we wanted a name that reflects our sentiment and passion. We’ve been working with a principal designer, Hoang Nguyen, who’s worked at Amazon, Matter Studios, and Playground (startup incubator by Android creator Andy Rubin). We’ve spent months together iterating on capturing the look and feel of our brand (among other wonderful things that you’ll be seeing soon!).

Thanks Hoang for your hard work, eagle eye for design, and guidance as we figured out the new face and name for the next phase of our company!

Thanks Hoang for your hard work, eagle eye for design, and guidance as we figured out the new face and name for the next phase of our company!

Why Lioness?

The lioness fearlessly hunts her own food and takes care of her young; she's a symbol of feminine strength and empowerment.

We didn’t want a brand that’s common with many traditional women’s products (soft, gentle, pastels). I remember the many, many times I wanted to curse (or more realistically, punch in the face) whoever came up with “motivational” messages on flowery tampon packaging. Seriously, who thinks of those things? Lioness is uplifting, motivational, empowering, and strong.

Lions live in a matriarchal society. They work together to hunt and rear the cubs. This allows them all to get the most from their energy, keeping them healthier and safer. Being smaller and lighter than males, lionesses are more agile and faster. The females usually hunt in a group for there is a higher chance of the kill being successful. Females remain playful into adulthood whereas males become less so.

Lions live in a matriarchal society. They work together to hunt and rear the cubs. This allows them all to get the most from their energy, keeping them healthier and safer. Being smaller and lighter than males, lionesses are more agile and faster. The females usually hunt in a group for there is a higher chance of the kill being successful. Females remain playful into adulthood whereas males become less so.

The colors are important, too. Some blues feel too cold. Pink and purple are traditionally overused. Sunflower yellow reflects happiness, health, and strength, and stone conveys maturity and depth. The body of the lioness is design to evoke flames and the flow of hair, symbolizing power and femininity.

It was a long, difficult process to find something that would merit changing what we’ve built for the past two years since we started prototyping in our apartments, but we’re very pleased with the results and hope you are, too.

Some of our amazing team of Lionesses and Lions. Rawr!

Some of our amazing team of Lionesses and Lions. Rawr!

Progress

This is just the first of many updates in the coming weeks. It’s taken some time and a LOT of work to get here. We’re super excited to show you what’s up next -- stay tuned!

Unveiling the new branding for the first time to a group of investors in Berkeley, CA.

Unveiling the new branding for the first time to a group of investors in Berkeley, CA.

Always,
Liz and the Lioness (formerly SmartBod) team
lioness.io